Crowds Step into the World of 3D Augmented Reality at Denmark's Oldest Shopping Mall on its 50th Anniversary

Published: November 3, 2016

INDE’s fascinating Arctic-themed AR experience immerses thousands of shoppers in the frozen wonders of nature at Rødovre Centrum, opened in 1966 as the first real shopping mall in Denmark, located in the suburbs of Copenhagen. The interactive installation - marking the 50th anniversary of the mall - will be entertaining the public until 6th November.

Arctic Explorer BroadcastAR augmented reality experience at Rødovre Centrum, Coppenhangen, Denmark

The large-screen Augmented Reality system, developed by INDE, is giving mall-goers a unique chance to observe and interact with some wonderful creatures from the Arctic in a highly unusual way. As they step in front of a large screen, viewers instantly get approached by a beautiful orca, a polar bear and find themselves surrounded by other photo-realistic animals in a special 3D environment.

UK company INDE has already put life-sized digital dinosaurs, whales and jaguars into museums, zoos and shopping centres worldwide. Besides enabling a unique interaction with wild animals and letting people touch the untouchable, INDE’s BroadcastAR experiences are also meant to deliver an important conservation message: “It’s bringing back the extinct and then learning about why they’re gone. It’s touching wild animals and learning about the fragile environment and our impact on it.” - said Alex Poulson, the company’s CEO.